Lecture Principles of Marketing - Chapter 15: Advertising and public relations

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After studying this chapter you will be able to understand the advertising and public relations. The main contents of this chapter include all of the following: Setting advertising objectives, setting the advertising budget, developing advertising strategy, evaluating advertising effectiveness and return on advertising investment, the role and impact of public relations, major public relations tools.

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Nội dung Text: Lecture Principles of Marketing - Chapter 15: Advertising and public relations

i t ’s good and good for you Chapter Fifteen Advertising and Public Relations Copyright © 2012 Pearson Education, Inc. 15 15 -- 11 Publishing as Prentice Hall
Advertising and Public Relations • Topic Outline Advertising –Setting Advertising Objectives – Setting the Advertising Budget – Developing Advertising Strategy – Evaluating Advertising Effectiveness and Return on Advertising Investment Public Relations – The Role and Impact of Public Relations – Major Public Relations Tools Copyright © 2012 Pearson Education, Inc. 15 - 2 Publishing as Prentice Hall
Advertising Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Copyright © 2012 Pearson Education, Inc. 15 - 3 Publishing as Prentice Hall
Advertising • Major Advertising Decisions Copyright © 2012 Pearson Education, Inc. 15 - 4 Publishing as Prentice Hall
Advertising • Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time Copyright © 2012 Pearson Education, Inc. 15 - 5 Publishing as Prentice Hall
Advertising • Setting Advertising Objectives Informative advertising is used when introducing a new product category; the objective is to build primary demand Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product Copyright © 2012 Pearson Education, Inc. 15 - 6 Publishing as Prentice Hall
Table 15.1 Possible Advertising Objectives Copyright © 2012 Pearson Education, Inc. 15 - 7 Publishing as Prentice Hall
Advertising • Developing Advertising Strategy Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of: • Creating advertising messages • Selecting advertising media Copyright © 2012 Pearson Education, Inc. 15 - 8 Publishing as Prentice Hall
Developing Advertising Strategy • Creating the Advertising Message Advertisements need to break through the clutter: • Gain attention • Communicate well Copyright © 2012 Pearson Education, Inc. 15 - 9 Publishing as Prentice Hall
Advertising • Creating the Advertising Message Advertisements need to be better planned, more imaginative, more entertaining, and more rewarding to consumers • Madison & Vine—the intersection of Madison Avenue and Hollywood— represents the merging of advertising and entertainment Copyright © 2012 Pearson Education, Inc. 15 - 10 Publishing as Prentice Hall
Advertising • Creating the Advertising Message Copyright © 2012 Pearson Education, Inc. 15 - 11 Publishing as Prentice Hall
Advertising • Creating the Advertising Message Message strategy is the general message that will be communicated to consumers • Identifies consumer benefits Copyright © 2012 Pearson Education, Inc. 15 - 12 Publishing as Prentice Hall
Advertising • Creating the Advertising Message Creative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign Characteristics of the appeals include: • Meaningful • Believable • Distinctive Copyright © 2012 Pearson Education, Inc. 15 - 13 Publishing as Prentice Hall
Advertising • Creating the Advertising Message • Message execution is when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest. • The creative team must find the best approach, style, tone, words, and format for executing the message. Copyright © 2012 Pearson Education, Inc. 15 - 14 Publishing as Prentice Hall
Advertising • Creating the Advertising Message Copyright © 2012 Pearson Education, Inc. 15 - 15 Publishing as Prentice Hall
Advertising • Creating the Advertising Message Message execution also includes: • Tone – Positive or negative • Attention-getting words • Format – Illustration – Headline – Copy Copyright © 2012 Pearson Education, Inc. 15 - 16 Publishing as Prentice Hall
Advertising • Creating the Advertising Message • Consumer Generated Messages • YouTube videos • Brand Web site contests • Positives – Low expense – New creative ideas – Fresh perspective on brand – Boost consumer involvement Copyright © 2012 Pearson Education, Inc. 15 - 17 Publishing as Prentice Hall
Advertising • Selecting Advertising Media Major steps include: • Deciding on reach-frequency-impact • Selecting media vehicles • Deciding on media timing Copyright © 2012 Pearson Education, Inc. 15 - 18 Publishing as Prentice Hall
Advertising • Selecting Advertising Media Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time Frequency is a measure of how many times the average person in the target market is exposed to the message Impact is the qualitative value of a message exposure through a given medium Copyright © 2012 Pearson Education, Inc. 15 - 19 Publishing as Prentice Hall
Advertising • Selecting Advertising Media Selecting media vehicles involves decisions presenting the media effectively and efficiently to the target customer and must consider the message’s: • Impact • Effectiveness • Cost Copyright © 2012 Pearson Education, Inc. 15 - 20 Publishing as Prentice Hall